Networking and Trade Shows
Added on September 2nd, 2008
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Networking is an important part of business life. Early mornings apart there is a lot to be said for joining a regular networking group. For many sole traders it is a lifeline, an opportunity to share thoughts, ideas and hopefully do a little business. From the point of view of small / medium sized companies there is an opportunity to gain additional sales potential through the development of strategic alliances, pro-active marketing and reciprocal business.
In an effort to grow a business it is important to think about your reason for networking to ensure you are putting your efforts in the right area. So, if as a sole trader, you want to have a bit of company for lunch but the cut and thrust of business is secondary to vol-o-vents and satay chicken sticks, then there are a host of venues to temp your taste buds and exercise your jovial banter.
If on the other hand your main aim is to shout ‘look at what we have to offer’, ‘how much budget have you got to spend?’ and ‘ come and let us give you a competitive quote’ then its important to make sure you are not barking up the wrong tree (so to speak).
So is it business before pleasure or vice versa? Really depends on your perspective. For most businesses sales is what is on everyones minds so ideally you want to choose an event or networking opportunity that is likely to bring you in contact with potential buyers of your services. Trade shows are prime examples of this. Industry specific events are likely to draw visitors who are considering if not currently in the market for your type of goods/services.
Trade shows put you in competition with similar companies so it’s crucial to have a distinct offering and display yourself to best advantage. Make sure you know what your USP (unique selling point) is and market it for all it’s worth. That way when potential customers are surrounded by seemingly similar companies the ‘thing’ you do best might be the ‘thing’ they are looking for. If you don’t shout about it no-one will know!
Making the most of your event
Being a website design company would it also be ‘overselling the point’ to say make sure your website is up to date and displays your company in the best possible light? If not do come and see us! www.it4bcreative.co.uk
- Be bold (not bolshy), be confident (not slimy) and above all be honest. After all who wants all the hype without the ability to deliver!
- Your logo and branding can speak volumes when you are a face/stand among the crowds. Apart from the material things though above all what is important is to wear a SMILE. Countless times we have visited events only to be greeted by depressed, shrinking violets that lack enthusiasm.
- Treat others as you would like to be treated. Courtesy, respect and above all intelligent conversation are what enables potential clients to see that there is a customer orientated person behind that corporate facade.
- Freebies are ok, but past experience tells us that in the fight to get to the best chocolates in the tin, the message of what you are there to sell is often lost. So by all means entice visitors along to your stand, but once there it’s how to encourage them to stay a little and find out what you are offering.
- Consider prize draws/questionnaires and guessing games. If people are gathering around your stand its natural for others to come and see what they are missing.
- Ask direct questions. Are you in the market now? Later? When?
- Make an offer for people booking appointments on the day, perhaps a percentage discount on all goods and services from orders placed on the day/within a specified timescale.
- Demonstrations- real life or on screen mean you can bring some life to your product /service. Why do you think shopping channels do so well!
And before you think you have hit the nail on the head the most crucial thing about attending the event is what happens afterwards. So instead of throwing your kit in the corner until the next one comes around make a conscious effort to put all the information you have gathered on your database. You never know that guy who passed by just as you were closing might be your next big customer!
Contact all the people you have spoken to directly on the day either by phone or email depending on the strength of the lead and then follow it through. Either quote, diary or flag up a reminder. Those contacts that you can’t immediately get hold of can be picked up by a follow up email campaign to provide an overview of the event and perhaps act as a gentle reminder as to what you were offering.
So, finally, you will be able to weigh up what has been achieved in the short term/medium term and potentially long term and then you will have the knowledge to help you make an informed decision about where you should direct your marketing efforts.
Remember, Rome wasn’t built in a day. So if at first you don’t succeed, try, try and try again and if it doesn’t work try something new!
Tags: appointments, branding, budget, business, clients, competitive quote, database, demonstrations, email, email campaign, information, logo, marketing, medium sized companies, networking, percentage discounts, phone, prize draws, questionnaires, quote, reciprical, sales, shopping channels, sole traders, strategic alliances, trade shows, unique selling point, USP
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